Fall 2010 Personal Performance PR

PERSONAL PERFORMANCE FALL 2010 PR BOOK06.01.10 - 10.31.10

Personal Performance Press Book


FILA Ambassador Kristin McGee

http://www.lhj.com/health/fitness/lets-get-physical-the-best-workout-gear/?page=2Personal Performance Press Book

http://www.fitceleb.com/node/7992

http://mizzfit.com/view/post/fila_unveils_new_yoga_collection_paragon_free_yoga_class_kristin_mcgee_nyc/


http://www.accesshollywood.com/healthy-hollywood/healthy-hollywood-the-big-

ohm_article_33853

http://living.health.com/2010/06/17/gear-guide-yoga-pants-for-achy-knees/

FILA Ambassador Kristin McGeeon The Early Show

EVENTS


FILA Ambassador Kristin McGeeYoga at Paragon in NYC

IN STORE

ADVERTISING

Available at: Evolution Yoga Paragon Sports Core Power Yoga Cooper Fitness Center Bodywear Boutique fila.com



FALL COLLECTION...

FILA.COM


FILA Ambassador Kate Lillicrap

bodytoning system

SCULPT. TONE. AMAZE.

October 18, 2010

SPORTS EXECUTIVE WEEKLY

News · Analysis · Insight

Week 1042

© SportsOneSource, LLC

Page 4

With the completion of an initial public offering and

the launch of a potential breakout item, Fila Body

Toning System apparel, at Dick's Sporting Goods, Fila

feels it’s back in growth mode in the U.S. Indeed,

sales in the U.S. are expected to increase around

40% this year, thanks in part to an effort to remain in

stock during the downturn, according to comments by

Jon Epstein, president of Fila USA.

"When other competitors were pulling back invento-

ries, we went the other way and brought millions of

pairs of shoes at the best prices," said Epstein in an

interview with Sports Executive Weekly. "So when people were having a tough

time delivering product from China after the Chinese New Year and the world

of China changed from a sourcing standpoint, we were in stock. So we had

quite a field day around back-to-school. The product sold though and now

we're reaping the rewards of taking that risk with future orders up very signifi-

cantly." But Epstein also said the brand in the U.S. is more slowly benefiting from a

recommitment to quality through sizeable sourcing investments since being

acquired by Fila Korea in 2007. The growth also reflects a refocus on core

categories Fila is known for with consumers while licensing or exiting others.

Fila's core product line now includes running, basketball, kids, and women's as

well as the authentic, original Fila product, he explained.

On the distribution side, Epstein said that by the time the brand was acquired

in 2007, Fila in the U.S. was known largely for only being sold at Foot Locker.

Now, the distribution fairly parallels Nike and Adidas. "What we've found is Fila

continues to have a very big mind share and that's helping us gain access to

retailers but we're also trying to hold the brand to a very high standard," said

Epstein.Also helping reestablish the name has been its successful collaboration with

Kohl's that created the Fila Sport sub-brand as an exclusive for the depart-

ment store. "That’s been wildly successful," said Epstein. "It's become one the

most important brands that that they have in the stores and it's helped us

grow our footwear in a very tough economy."

In sports marketing, Fila narrowed its focus on tennis "because that's what

made us great in the first place." Fortunately, its star endorser Kim Clijsters

won the U.S. Open two years in a row. But while its tennis connection pro-

vides the brand with sports authenticity, Fila is particularly counting on inno-

vation to help the brand grow across categories.

Toward that end, Fila Body Toning System (BTS) women's toning apparel was

launched at Dick's Sporting Goods on Friday. Following in the footsteps of the

toning footwear category, BTS apparel is designed to increase muscle exercise

by as much as 50% versus traditional gear used for a workout. Becoming the

first brand to utilize Invista's Lycra Sports fabric, the BTS collection also

boasts 41% more support than traditional athletic leggings made from polyes-

ter or spandex.

The marketing program behind the launch sports taglines such as "Butt in

Front" and integrates print, in-store support, social networking initiatives,

online advertising, celebrity seeding and retail promotions.

Jennifer Estabrook, EVP business operations for Fila, told SEW the campaign

particularly focused on seven "real women" - rather than models - who had

tested the product for the last two months with their interviews and stories

featured on a microsite. She said the buzz in the market has been "amazing."

“Quotable”

NameTitle

Continued on Page 5...

After Parent’s IPO Fila Looks For Comeback in the U.S...

Retail Sales Rose in Sept...

U.S. retail sales rose for a third con-

secutive month in September, posting a

stronger-than-expected increase that

should fend off fears of a double-dip

recession but doesn't signal a strong

recovery. Retail sales rose 0.6% in Sep-

tember, the Commerce Department

reported Friday. Economists surveyed

by Dow Jones Newswires had projected

sales would rise by 0.4%.

The increase follows a revised 0.7%

climb in August -- the biggest increase

in retail sales in five months. The Com-

merce Department initially estimated

August sales rose by 0.4%.

Despite the September increase, retail

sales overall remain sluggish as the

nation's unemployment rate hovers

near a 26-year high.

September's increase in retail sales was

driven largely by purchases of automo-

biles, auto parts, electronics and appli-

ances. Sales of autos and parts rose

1.6% in September, after rising a re-

vised 1.0% in August. Excluding autos,

all other retail sales climbed by 0.4%.

Clothing store sales dipped 0.2% in

September as general merchandise

sales remained flat. Sales at sporting

goods, hobby, book and music stores

increased by 0.2% in September. Gas

station sales rose 0.4% in September.

Food and beverage store sales also in-

creased 0.4%. Furniture sales increased

0.5% while electronic, and appliance

store sales jumped 1.5%. Sales at

health and personal care stores rose

0.5%. Mail order and Internet sales rose by

1.0% for the month. OBIT: Georges Salomon...

Georges Salomon, the inventor of re-

lease bindings and the founder of the

Salomon brand, passed away peacefully

last week at the age of 85. He built the

Salomon brand, now owned by Amer

Sports, from a small workshop produc-

ing ski edges to a major world-leading

ski and binding company.

Salomon also innovated the rear-entry

ski boot and eventually added skis, ski

clothing and bags into its product line.

Salomon died in his sleep, Oct 6, at his

Lake Annecy, France home, near the

workshop where he started producing

ski edges with his father in 1947.

Salomon is survived by his wife, Perry,

and two sons.

Fila Launches Toning Apparel

SportsOneSource Media Posted: 10/12/2010

Fila USA announced the release of the Fila Body Toning System (BTS), a collection of body toning

workout apparel for the women's fitness industry that promises to shape the body and

dramatically improves workout efficiency. The Body Toning System will first deliver to Dick's

Sporting Goods stores nationwide, www.dickssportinggoods.com/fila and athletic specialty stores

in early October.

Following in the footsteps of the toning footwear category, BTS apparel is designed to increase

muscle exercise by as much as 50% versus traditional gear used for a workout.

BTS utilizes double-layered panels of INVISTA's LYCRA SPORT fabric engineered to compress

active muscles. The collection includes a resistance tank, short, tight capri, capri, pant and long

tight. The BTS collection featuring LYCRA SPORT fabric also provides 41% more support than

traditional athletic leggings made from polyester or spandex, effectively smoothing targeted areas

and reducing the appearance of cellulite. Flat seaming construction allows for greater comfort and

range of motion.

"Body toning apparel is a natural progression of the recent successes in the toning footwear

market," said Jon Epstein, President of Fila USA. "We are thrilled to be on the leading edge of

this fitness revolution with the first marketable application of an apparel toning collection for the

women's performance fitness market."

"The Body Toning System stands to completely change the perception of the clothing that we

work out in --- for both men and women," said Freya Tamayo, Fila's Director of Design. "This

women's collection is such an exciting development in the fitness industry, making exercise

apparel an integral part of a woman's workout that affects her both inside and out. Fila looks

forward to working with INVISTA to further refine the collection and to develop new BTS

applications for many different sports."

According to Julien Born, global segment director for Active and Outdoor segment at INVISTA

Apparel, "LYCRA SPORT fabric provides Fila with an outstanding fabric with a well-balanced level

of performance that is ideal for the unique demands of the Body Toning System. We look forward

to advancing our collaboration with Fila and to further develop the women's toning market."

The debut of Fila's Body Toning System is supported by a marketing program that integrates

print, in-store support, social networking initiatives, online advertising, celebrity seeding and

retail promotions. This fully integrated marketing and public relations program which will begin

with the launch of an interactive website as well as Facebook and Twitter campaigns.

Copyright © 2003-2010 SportsOneSource, LLC All Rights Reserved.

Terms of Use. Read our Privacy Guidelines.

Page 1 of 1

SportsOneSource.com Printer-Friendly Format

10/13/2010

http://www.sportsonesource.com/news/article_print.asp?ID=35218

PR


http://www.realbeauty.com/shopping/new-products/fila-body-toning

See all blog posts

I Tried It: "Toning" Exercise Pants--Wear and Get Svelte

Muscles?

First came toning shoes, and now a major exercise apparel company is debuting a line of toning clothing designed to provide

compression and improve blood circulation to muscles and sculpt your body's appearance all while getting you toned up. Do

they work? My review ...

Fila's new Body Toning System is a new line of exercise clothing debuting this week (priced between $40-55). Fila says the

line--ranging from tanks to bottoms can "improve your workout's effectiveness and the way you look while doing it."

They say that simply wearing a Body Toning tank or capri, you can "accelerate and enhance the sculpting, shaping and toning

results of your exercise." The line is also said to be 41 percent more supportive than traditional workout wear.

But do they live up to their name and really tone your bod? I got an early sample of a pair of exercise pants from the new line,

and have worn them off and on over the past week--once on a light jog, another time while using my favorite yoga DVD.

Now, I'm 5 months pregnant, so they were a bit snug around the waist (I inched them down a bit), but I did like the tight fit in

my legs. I happen to be someone who likes to wear slim-fitting exercise clothing because it feels motivating, and I like to

see/feel my muscles at work.

But, whether the toning pants had any magical powers beyond looking great and feeling great? I'm not so sure. And until

Comments Post a comment Monday, 10/11/2010

4:23 PM

0tweets

tweet

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Share

Page 1 of 2

I Tried It: "Toning" Exercise Pants--Wear and Get Svelte Muscles? : Vitamin G: Health ...

10/12/2010

http://www.glamour.com/health-fitness/blogs/vitamin-g/2010/10/i-tried-it-toning-exercise...

http://vitaljuice.com/ecs/9288.htm?sid=250478

http://www.therepublic.com/view/story/FASH-FIGURE-CONTROL_3483122/FASH-

FIGURE-CONTROL_3483122/


http://shine.yahoo.com/channel/health/the-latest-fitness-clothing-craze-body-toning-gym-

wear-2400808/

http://www.self.com/fitness/blogs/freshfitnesstips/2010/10/body-toning-gym-wear.html

http://queenofsports.com/fashion/fila-marketing-body-toning-apparel/

http://www.luckymag.com/blogs/luckyrightnow/2010/10/taylor-momsen-shocks-hilary-

du.html

http://www.freep.com/article/20101019/FEATURES03/10190370/New-sporty-clothing-

has-flab-control-issues

http://www.fitceleb.com/taxonomy/term/90/0

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Fila Body Toning System improves workout efficiency

October 13, 2010 (USA)

Fila USA announces the release of the Fila Body

Toning System (BTS), a collection of engineered

body toning workout apparel for the women’s

fitness industry that shapes the body and

dramatically improves workout efficiency.

Following in the footsteps of successful toning

footwear category, BTS apparel is designed to

increase muscle exercise by as much as 50%,

an extraordinary improvement in the efficiency

and recovery of an existing workout.

BTS utilizes double-layered panels of INVISTA’s LYCRA SPORT fabric engineered to compress

active muscles, a novel design approach that represents a new era of interactive sports training

and fitness apparel. The collection includes a resistance tank, short, tight capri, capri, pant and

long tight. The BTS collection featuring LYCRA SPORT fabric also provides 41% more support

than traditional athletic leggings made from polyester or spandex, effectively smoothing targeted

areas and reducing the appearance of cellulite. Flat seaming construction allows for greater

comfort and range of motion.

“Body toning apparel is a natural progression of the recent successes in the toning footwear

market,” said Jon Epstein, President of Fila USA. “We are thrilled to be on the leading edge of this

fitness revolution with the first marketable application of an apparel toning collection for the

women’s performance fitness market.”

“The Body Toning System stands to completely change the perception of the clothing that we

work out in --- for both men and women,” said Freya Tamayo, Fila’s Director of Design. “This

women’s collection is such an exciting development in the fitness industry, making exercise

apparel an integral part of a woman’s workout that affects her both inside and out. Fila looks

forward to working with INVISTA to further refine the collection and to develop new BTS

applications for many different sports.”

After extensive research, INVISTA’s LYCRA SPORT fabric was selected by Fila as the ideal

foundation for the Body Toning System. Based on years of performance textile research at

INVISTA and its Applied Research Center, LYCRA SPORT fabric represents the active

application of stretch fiber technology. It meets INVISTA’s demanding fabric testing standards

designed to satisfy sports activities that require a combination of light weight, muscle support,

breathability and freedom of movement.

The Body Toning System was made possible and enhanced by the team at INVISTA including the

R&D scientists who engineer developments in LYCRA fibers and fabrics.

According to Julien Born, global segment director for Active and Outdoor segment at INVISTA

Apparel, “LYCRA SPORT fabric provides Fila with an outstanding fabric with a well-balanced level

of performance that is ideal for the unique demands of the Body Toning System. We look forward

to advancing our collaboration with Fila and to further develop the women’s toning market.”

The Body Toning System will first deliver to Dick’s Sporting Goods stores nationwide, and athletic

specialty stores in early October. The debut of Fila’s Body Toning System is supported by a

marketing program that integrates print, in-store support, social networking initiatives, online

advertising, celebrity seeding and retail promotions. This fully integrated marketing and public

relations program which will begin with the launch of an interactive website as well as Facebook

and Twitter campaigns.

Fila USA More Fila News...

More Apparel/Garments News - USA

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Page 2 of 2

USA : Fila Body Toning System improves workout efficiency - Apparel News USA

10/13/2010

http://www.fibre2fashion.com/news/textile-news/newsdetails.aspx?news_id=91898


The Fila Sculpt N Tone Body Toning System 56

By michifus

Looking Good in Leggings with Fila

15th October 2010 sees the release of a brand new range of clothing from Fila, offering women the

chance to get an instant change to body shape and to instantly drop down a size. The Fila Body toning

system is perfect for just getting started at a gym or fitness class to get you looking at your best before

you even start your new get fit campaign.

Fila body toning leggings will smooth your figure, reduce the appearance of cellulite and make you

look a size smaller. The clothing has been ergonomically designed to fit closely and provide support for

the parts which sadly need supporting, and will get you looking slimmer and well toned.

The new Fila leggings offer 41% more support than more traditional styles, instantly making your legs

and butt look tighter, tauter and well toned - perfect until your fitness and toning routine starts to show

the rewards for your efforts. They are a great help for boosting confidence, especially when starting a

new fitness group, and help you to feel good about working out, rather than deflated that you just are

not getting the results fast enough.

The leggings offer the obvious advantage of getting you looking good when you are working out, and

the tighter toned lower half which you see is a great motivation to work harder when exercising.

Getting instant improvements to lower body shape is undoubtedly a major selling point; however the

Fila body toning system is more than just a flab repositioning and concealing garment, and is a fitness

product which can help you to get a 50% increase in muscle activity to shape up and achieve your

goals faster.

Get a 50% Increase in Muscle Workouts

The tight fitting leggings are highly comfortable to wear, and far from feeling restrictive allow for the

maximum freedom of movement. It is the tight fit which is instrumental in the toning properties of the

The Fila Body Toning System

EA SPORTS Active 2

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Page 1 of 3

The Fila Sculpt N Tone Body Toning System

10/13/2010

http://hubpages.com/hub/FilaSculptNTone

In searching the publicly accessible web, we found a webpage of interest and provide a snapshot of it

below. Please be advised that this page, and any images or links in it, may have changed since we created

this snapshot. For your convenience, we provide a hyperlink to the current webpage as part of our service.

clothing. The leggings feature strategically located double layered panels to keep the muscles under

compression when working out.

The compression makes the muscles work harder and will get up to a 50% increase in the work the

muscles are required to perform. The clothing helps to provide a targeted workout to the lower body

and will get your legs sculpted into svelte perfection in the shortest time frame. The Fila Body toning

system works whether you are sitting, standing walking or running and keeps your legs looking great,

whilst your muscles get a great toning session.

However if you want the full toning system, and want to get your body into shape in the fastest time

frame, the Fila toning system can be turbo charged with Fila Sculpt n Tone sneakers.

Fila Sculpt n Tone

Fila Sculpt n Tone shoes compliment the body

toning clothing range, and help to get the

maximum increase in muscle activity with every

step you take. The shoes increase muscle

activation when walking, and can turn everyday

activity into more of a workout.

The shoes feature a rocker sole which gets the

foot moving through a healthy heel to toe roll,

and simulate the benefits of walking barefoot in

sand. The foot is rolled smoothly from heel to

toe, increasing the range of muscles activated

and boosting muscle activity throughout the

lower body, in particular in the hips and butt.

The shoes provide excellent cushioning for the

joints, and create muscle stimulating instabilities when walking to get the body working harder with

each step. Fila Sculpt n Tone have been designed to get you in shape in the fastest possible time, and

can significantly increase the work your muscles have to do when walking to improve definition, tighten

up and get your lower body looking as good as it should.

With the full Fila Body Toning System in action, you can be sure that your muscles are going to get in

shape in the fastest possible time, and whilst you are waiting, your lower body will look fantastic.

Buy Fila Sculpt n Tone Online

The Fila Sculpt n Tone range can run small, so consider buying a ½ size more than you would

normally take – the shoes are standard width. You can choose from white, black or bright pink and

silver, all with leather uppers and at great prices on Amazon.

Fila Sculpt N Tone From Amazon

Sculpt a better body with Fila Sculpt n Tone Shoes

Fila Sculpt N Tone from Amazon

Fila Women's Sculpt-N-Tone Mesh

Walking Shoe Size 7 Grey/Berry

Amazon Price: $39.99

Fila Women's Sculpt-N-Tone Leather

Walking Shoe Size 7 Black/Black


Fila Women's Sculpt-N-Tone Leather

Walking Shoe Size 9 White/White


Fila Sculpt n Tone Shoes - The first step towards a better body

Fila Women's Sculpt-N-Tone Mesh Walking Shoe Size 7 Grey/Berry


Fila Women's Sculpt-N-Tone Leather Walking Shoe Size 7 Black/Black


Fila Women's Sculpt-N-Tone Leather Walking Shoe Size 9 White/White


Page 2 of 3

The Fila Sculpt N Tone Body Toning System

10/13/2010

http://hubpages.com/hub/FilaSculptNTone

Lo BosworthMTV’s The Hills

Sophie MonkEntourage

Levin RambinGrey’s Anatomy

Taylor ArmstrongBravo’s The Real Housewives of Beverly Hills


ADVERTISING

We photographed real w

omen for our cam

paign, not professional models! M

eet Maggie.

THE FILA BODY TONING SYSTEM IS AVAILABLE AT DICK’S SPORTING GOODSdickssportinggoods.com/fila

CLIENT: FILA

PROJECT: FILA BODY TONING SYSTEM

MAMUSINC.COM

516-620-0235

TushReaR

TaillighTsDeRRieRehinD-enD

FannyJunK

BehinDKeisTeR

BooTyBuTTBuns

BoTTomass

amaZing

50% increase in muscle workouts.41% more support.

The result? Achieve amazing in half the time.

LYCRA® is a trademark of INVISTA.

gluteus_shape_FINAL_4.indd 1 8/3/10 5:03 PM



TushReaR

TaillighTsDeRRieRehinD-enD

FannyJunK

BehinDKeisTeR

BooTyBuTTBuns

BoTTomass

amaZing50% increase in muscle workouts.

41% more support.

The result? Achieve amazing in half the time.

AVAILABLE AT:Bivouac Ann Arbor, Bodywear Boutique, Dick’s Sporting Goods, Luke’s Locke, Paragon, fila.com


omen for our cam


eet Erin.

FILA_BTS_LS_1042.indd 1 9/24/10 10:27 AM

THE FILA BODY TONING SYSTEM IS AVAILABLE AT DICK’S SPORTING GOODSdickssportinggoods.com/fila



omen for our cam


eet Lydia.

50% increase in muscle workoutsWalking, running or just doing errands, the FILA Body Toning System works when you do.

41% more supportThe minute you put these pants on, you’ll look a size smaller.

fila_masterpiece_fitness_final.indd 1 9/8/10 11:40 AM


IN STORE

FILA.COM


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